Creative | Copywriter | Internet lover

The Voice of Change

In over 60 countries in the world, changing your gender is illegal. Which makes being who you are are crime. So to raise awareness for transgender rights, we recorded an important message with the help of Alex. A transgender person in transition from female to male. The Voice of Change is a transgender person’s journey to becoming the person he was meant to be, and a message that gives voice to transgender rights all over the world.

Don't Slip Away

When the infatuation wears off and everyday life puts its sharp claws into what we love, it's not the big gestures that keep the love alive. It's the little things. The things that make the few but close moments we share become a little closer. A little warmer. A little more frequent. Like a simple and modest mattress wedge from IKEA, for example. Because that's how our products work. They make everyday life a bit better. Whether it's about divorced parents, rebellious teens or two people who love each other but doesn't show it often enough. They're simply where life happens. And with an emotional concept that has achieved worldwide success through relatable and realistic imagery and film depicting modern life with a subtle product message - taking it on from a copywriting perspective was challenging. But sometimes it's a thousand words that does the job, instead of a picture.

The Scania Clock

To launch the new generation Scania trucks we let them take on the most demanding challenge there is. Time. A 750 000 square foot clock made by 14 trucks. 90 drivers. Running for 24 hours.

Living with Lag

In Umeå, Sweden, local internet provider ume.net offers one of the world fastest connections. To increase awareness, we devised and executed an experiment that highlighted one of internet’s biggest disturbances: lag.

We equipped four volunteers with a custom-built lag machine programmed to adjust video resolution and simulate real-time buffering and delay. The volunteers were given simple tasks like cooking and eating, resulting in messy consequences. Illustrating just how frustrating slow connections can be, the experiment was turned into a short online film and strategically disseminated online, giving a local broadband provider global recognition.

Like a Swede

For over 70 years, trade unions and employers’ organizations have negotiated conditions on the Swedish labour market. A collaboration called The Swedish Part Model. But few know what it is, how it works, and what we’ve gained from it. So to increase awareness about the model, especially among young Swedes, we created an informative campaign that could easily be shared in social media channels. The initiative #likeaswede was created and launched with the online video ”Like a Swede - A way of Living”. The film portrays a well-off American living like a Swede to illustrate how only the rich people in other countries can afford the benefits we take for granted in Sweden.

Business Like a Swede

Our first campaign for TCO, Like a Swede (A Way of Living), focused on the employee benefits that comes with the Swedish Part Model. This time, we wanted to shed some light on the employers perspective and created a follow-up film about what it’s like to actually work like a Swede - with great benefits, working conditions and a open dialogue between the two parts.

The Lag Stress Test

The fiber broadband provider ume.net offers one of the world’s fastest Internet connections, 100% lag-free. In order to highlight the benefits of lag free Internet, we decided to perform an experiment to see if it’s possible to experience lag without getting frustrated. Professionals from fields with a high stress tolerance were invited to play a simple game, with lag. Using the brain-sensing headset Emotiv EPOC that measured stress and frustration levels, the challenge of the game was to stay calm, or else the lag would increase and disrupt the game play. The experiment showed that no one could handle lag without getting frustrated, though the fire fighter and the pastor proved to be less affected by it compared to other professionals such as the police officer, combat diver and yoga instructor.

Through Different Eyes

In Sweden, suicide is the leading cause of death among people aged 15 to 44 years. Still, no one's talking about it. Mind is a non-profit organization that actively works to raise awareness and support people with mental illness. So to raise awareness and break the taboo, we chose to give a glimpse of how the world looks through the eyes of a suicidal person.

The translated copy: If you no longer want to live, you see the world through different eyes.